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Metaverse Marketing: Unleashing the Potential of Virtual Influencers
Abstract
The chapter explores the rise of virtual influencers within the Metaverse and their significant impact on marketing's future. The Metaverse, blending augmented and virtual reality with the real world, is a new frontier for brands to engage the digital generation innovatively. Virtual influencers, created through CGI with scripted personalities, have gained immense popularity and influence. The research examines the concept, origins, and psychological factors driving these digital avatars' impact on consumers. It looks at how they reshape marketing strategies through sponsored content, product placements, and brand collaborations, driving consumer engagement and purchase behaviour. The study also highlights their impact on traditional advertising and potential for hyper-personalized experiences using data analytics and AI. Finally, it addresses ethical considerations, including transparency, authenticity, potential exploitation of vulnerable consumers, and the need for responsible practices in this emerging field.
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